FIND WHAT MOVES YOU
KENTUCKY TOURISM
Spring Brand Launch Campaign
“Find What Moves You” is to inspire individuals to discover their passions, embrace adventure, and connect with the essence of Kentucky in a deeply meaningful way. It encourages travelers to explore beyond their comfort zones, seek out new experiences, and follow their instincts to find what truly moves them. Whether it's exploring Kentucky's scenic landscapes, immersing oneself in its rich cultural heritage, or indulging in its culinary delights, the message is clear: Each traveler has a unique journey waiting to be discovered, and Kentucky offers the perfect canvas for exploration and self-discovery.
Persona-Driven Branded Content
To make our approach more targeted and more compelling, we focus on six distinct Kentucky archetypes—Thrivers, Dynamos, Magicians, Aspirers, Harmonizers, and Connoisseurs—concentrating on our highest-value visitors by synthesizing the core emotive takeaways of our brand pillars. This allows the brand to more effectively connect with each archetype's primary motivations for travel to Kentucky, enabling messaging strategies aligned with how it feels to experience the brand in the hearts and minds of our best-performing targets, and ultimately inducing action while forging more fulfilling, ongoing relationships.
